Answer Potential Clients’ Questions with a Great Law Firm FAQ Page

Your potential clients likely have a lot of questions about their situation, from whether they really need a lawyer for their disability, workers’ compensation, or personal injury claim to how much that lawyer will cost. Providing straightforward, considerate answers is an opportunity to position your firm as knowledgeable and compassionate. The best law firm FAQ pages provide helpful answers to real questions in ways that are easy to find and read.

Start with Real Questions

Your FAQ page should be for frequently asked questions, not the questions you think people have. Source questions in a variety of ways to ensure you’re meeting your potential clients’ needs.

Mine Existing Data

People are likely asking questions during their first few interactions with your firm, whether that’s a contact form submission or a conversation with your intake team or a paralegal. These individuals may feel nervous or intimidated when talking to a lawyer, so you may not hear the same questions other members of your legal team do.

Consider adding a step in your intake workflow to capture these questions in an ongoing list. If you’ve added a question to the list multiple times, it could be worth answering on your website.

You can also use your digital analytics to source questions. Look at your Google (or Microsoft) Ads search terms report, queries in Google Search Console, and keywords in Bing Webmaster Tools.

Act Like a Potential Client

Once you have a few common questions, you can use them to replicate the research your potential clients are doing online. Type these questions into Google, Bing, ChatGPT, and Gemini to uncover additional topics for your FAQ page.

On Google, you’ll likely see a section of the results page titled “People also ask.” Bing makes it easy to ask a follow-up question using Copilot and includes suggestions. Other AI platforms will also offer follow-up questions. These (or variations of them) may be worth adding to your list of questions.

Tip: Use AlsoAsked to find relevant People also asked data faster. 

You can also head to subreddits like r/legaladvice and r/Ask_Lawyers for ideas. While it’s not likely you’ll be able to pull questions directly from Reddit threads, these conversations may help you think more like a potential client.

Look at Your Competitors

What’s missing from your competitors’ FAQ pages? These are opportunities for your firm to provide more helpful, complete information. This is not an excuse to copy and paste from competitors’ websites. Instead, look for questions that are missing or answered incompletely and consider prioritizing them on your website.

Provide Helpful Answers

Expertise and experience are important elements for ranking on Google, getting cited in AI results, and communicating value to potential clients. Ensure the answers to the FAQs on your website are thorough without being unnecessarily complicated. Avoid legal jargon and sales pitches. This is an opportunity to show your expertise while also setting expectations around how a lawyer may or may not be able to help in certain situations.

Structure your law firm FAQ page to be skimmable, with questions grouped topically and the most important questions first. You could add a secondary navigation to the page to make it easier to jump between topics. Use bullet points in your answers where appropriate. Collapsible sections are a common way to display a lot of information without overwhelming a reader, but ensure your structure is accessible and can be used via a screen reader.

Consider your FAQ page a living document. Add questions as they come up, and regularly review answers to ensure they’re still accurate. You can increase confidence in your answers with a “last updated” or “last reviewed” date at the top of your page.

You’ll also want to make sure it’s easy to contact your firm from your FAQ page, as people might now have enough information to decide you’re a good fit, or have a question that wasn’t answered on your website.

If your list of potential FAQs includes procedural questions, like “Where do I park?” or “What should I bring to our first meeting?” consider separating them from questions about your practice areas. These questions represent a different point in your potential clients’ customer journey and may fit better on a separate page you can send directly to qualified leads after scheduling a meeting with them.

Make Your Answers Easier to Find

Creating a valuable FAQ page is not a small undertaking. Make the most of your efforts by repurposing this content in multiple ways.

• Increase SEO and AEO value: Use SEO best practices, including fully answering questions without adding unnecessary complexity. If an answer needs additional context, link to a dedicated blog post from your FAQ page. Add FAQPage schema markup to help crawlers understand your questions and answers.
  Tip: Validate your schema markup with the Schema.org Validator. 
• Share on social media: Use your FAQs as starting points for social media posts and even YouTube videos. This is an opportunity to put a friendly face to your firm’s name and provide value across channels.
• Add to your email automations: Include relevant questions and answers in the email automations you send to the prospective clients who haven’t yet chosen your firm. Not only are you staying top-of-mind, but you’re also showcasing your expertise.

Build a Better FAQ Page with Better Cases

Better Cases creates content that educates your audience and highlights your value. We’re excited to help you share your knowledge across channels with helpful answers to your potential clients’ biggest questions.